The LAB at Rockwell Group

AIA Oldcastle Booth

What If... A trade show booth was a hospitality experience???


Oldcastle BuildingEnvelope
AIA Booth

Orlando, Florida

Area of Service

Experience Strategy
Experience Master Planning
Environmental Design
Event Management


250 sqft

Trade shows can be exhausting experiences. After being on your feet for hours networking, a place to rest and recharge is all you want. Oldcastle BuildingEnvelope tasked us with creating a booth that functioned as a break from the rest of the AIA Conference. 'The Hub' was not a sales-focused showcase of the brand's products, but rather a relaxing respite within the conference space.

On a 50 x 50 plot, we designed a circular oasis with a range of social spaces inside. The booth provided varying levels of privacy, including two stadium seating areas made of plyboo wood with integrated charging stations, and a more intimate space with living room furniture. In addition, there was high-speed wifi as well as food and beverage offerings that varied throughout the day. 

We designed a façade system of vinyl-wrapped aluminum louvers that revealed a gradient of Oldcastle BuildingEnvelope's brand white and green. The Hub was awarded Best Large Booth of 2017 by AIA.


Over 1,000 people visited the booth over the three days. The various seating arrangements created a comfortable environment for everyone.


A creative space allowed guests of all ages to interact with the booth and leave their mark. (is this self-explanatory through the images?? need more text?)


The gradient wall surrounding the booth's interior created a peaceful enclave within, while still providing visibility to the outside conference space.